Customer relationship management giant Salesforce.com  yesterday unveiled its first step in integrating Radian6’s social media monitoring capabilities into its own suite of CRM services.

The San Francisco company, which earlier this year bought Fredericton-based Radian6 for $371 million, released a statement saying the new application includes new features in social monitoring, insights, engagement, workflow and websites.

The new tools – many of them developed in New Brunswick -- help companies to market their brands by monitoring what people are saying about them on Facebook and Twitter and the like, and organizing marketing campaigns based on the results.

“Social media is the single biggest change in marketing in the last decade,” said Marcel LeBrun, Senior Vice President and General Manager for Salesforce Radian6 in a statement. “Social enterprises recognize that social media provides real-time opportunities to delight customers and prospects. The Radian6 Social Marketing Cloud will enable every company to be at the forefront of this exciting industry shift.”

The new applications include a monitoring service it says can capture 150 million social media sources in 17 languages and a tool that analyzes those conversations so clients can organize and respond to them.

Since Salesforce announced the acquisition in March, most of the discussion in Atlantic Canada has focused on the benefits of the sale to New Brunswick and the region. Radian6 has maintained offices in Fredericton, Saint John and Halifax, added staff and improved benefits. Several investors, including the New Brunswick Innovation Foundation, have received huge payouts and indicated they will continue to invest in local enterprise. And Gerry Pond, an early investor in Radian6, has co-sponsored the Pond-Deshpande Centre for Innovation and Entrepreneurship at the University of New Brunswick.

Wednesday’s announcement displays how the acquisition is contributing to the further development of Radian6’s business, as it is using the resources and reach of the larger company to roll out a new application and market it to a larger audience.